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Priceline Knows the Value of A/B Testing


Travel Tech on November 05, 2018

One practice that has been intrinsic to the evolution of online travel is the rise of A/B testing. Priceline runs many A/B tests on a given day, allowing Priceline to present different versions of the site to different communities of user at the same time. Users vote with their clicks and the winning version of the test becomes visible to all.

More than a million and a half travelers visit Priceline on any given day and these constant tests and modifications allow the company to continue evolve its offerings without negative impacts. Priceline continues to improve its testing protocols to integrate design and copy changes much faster. This makes the site far more dynamic, with continuous innovation a centerpiece to the Priceline customer experience.



The #TechPowersTravel series showcases how Travel Tech members have revolutionized the travel marketplace over time through innovating their technology tools to better serve customer needs. This series looks back at game-changing technologies of the past and ahead at emerging technologies, such as AR/VR and the trend towards personalization, that will further change the landscape. With these technological advancements, experiencing travel has become more enjoyable, convenient, personalized and accessible.